Transcript Creating a Professional Image

Influence Point Analysis
Staff Meeting Presentation Series
Staff Meeting Goals
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Create a standard office protocol for the major patient interactions to
enhance patient satisfaction
“Influence Points”
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Patients form impressions during every moment of interaction with the
practice and vision center, which coalesce to create an overall evaluation
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A series of “moments of truth”, or “influence points” occur before, during
and after the visit
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Effective management of the visual and verbal details of “influence points”
creates high patient satisfaction and enhances office productivity
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Disney, Ritz Carlton, Nordstrom and other great service
companies are successful because they choreograph
the small details of the service experience
Unmanaged influence points create confusion, diminish
the professional image of the practice and lower
patient satisfaction
Influence Points
Appointment
Making
Reception
Pre-testing
Exam
Transition to
Vision Center
Influence Point Analysis Components
Visual
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Verbal
What does the patient see?
What does the patient hear?
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Décor
Cleanliness, orderliness
Equipment
Signage/displays
Staff appearance
Staff interactions
Greeting
Instructions
Questions
Explanations
Recommendations
Thanks
Criteria For Evaluating Influence Point Visual
And Verbal Stimuli
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Does it convey that the patient is an “honored guest”?
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Does it convey our goal to provide the best solution to the patient needs?
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Does it convey our professional competence?
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Does it optimize time use — both the patient’s and ours?
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Is it memorable, unexpected and provide a “story” for patients to tell?
Appointment Making
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Listen carefully to understand the caller ‘s name
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Thank the caller and ask how you can help
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Jot down the name
Ask caller to repeat their name, if necessary
“Thanks for calling Wal*Mart Optical. How
can we help you today Mr./Mrs. ____?
Always refer to the caller by name
Make your voice smile — be warm, friendly and unrushed
Never put a caller on hold without their permission
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“Would it be okay if I finished helping another patient
for a moment, before I assist you?”
Appointment Making (Cont.)
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Determine if the caller is new to the practice
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Endorse the doctor’s professionalism to new patients
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“Have you visited our office before?”
“Thanks for considering us to care for your eyes.
Dr. Jones is an independent doctor of optometry
who provides very thorough exams that can
diagnose ocular conditions that may be present,
but sometimes unnoticed by the patient.”
Thank existing patients for returning
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“Thanks for trusting us to care for you eyes. Assuring
your long-term ocular health and total satisfaction with
your glasses or contact lenses are very important to us.”
Reception
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Immediately welcome each patient as they arrive
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Never leave patient unattended
Look the patient in the eye. SMILE.
“Welcome to Dr. Jones’ office. Let me check
our schedule for your appointment time.”
“We’ll get started with the pre-testing right away.”
Request that the patient complete the medical
history/lifestyle questionnaire
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“Before we start the exam we would like for you to complete
a brief profile questionnaire that provides your medical history
and helps us understand your visual needs. That way we can
be sure to recommend what’s best.”
Reception (Cont.)
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Demonstrate your respect for the patient’s time
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Tell patients what to expect
If a brief delay is expected: “Our technician is wrapping-up
with another patient and will be with you in just a moment.
Make yourself comfortable here.”
If a longer delay is expected: “We’re running a little behind
today because of an emergency change to the schedule. If
it would be a better use of your time, you could browse in the
store for about 15 minutes, while our technician is wrappingup with another patient.”
Reception (Cont.)
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Ask about any vision problems the patient is encountering
and about any product interests they have
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“Has your vision changed since your last visit or are you
having any problems with your glasses or contacts?”
“Do you have any questions about products
you may be interested in trying?”
Highlight patient comments on medical
history/lifestyle questionnaire
Explain the fee to be charged
For walk-in patients
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“Let’s look at our schedule and see how we can fit you
in as soon as possible.”
If delay of 15 minutes or more expected:
• “It looks like (time) is the first chance we have to get
you started. Would you like to shop in the store until
then, or could we schedule a convenient time for you
later today? What works best for you?”
Pre-testing
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Avoid leaving patients unattended
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Clean equipment faceplates and chin
rests between exams in front of the patient
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Smile and greet the patient by name
• “Thanks for coming. I’m (name and title) and
I will be conducting the preliminary testing today
that will tell us about your vision and eye health.”
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Make a personal reference to the patient’s
life or family, if possible
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Explain the purpose of each test in layman’s
language (see appendix for suggested scripts)
Pre-testing (Cont.)
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Endorse the doctor’s expertise
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Ask if the patient has questions
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“Doctor Jones will review these test findings carefully to be
sure your eyes are healthy and will tell you if anything out
of the ordinary was observed.”
“Is there anything you want to ask the doctor about today?”
Escort the patient to the exam room and introduce to the doctor
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Thank the patient
Relate any questions or interests expressed by the patient
Transition to Vision Center
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Reiterate the doctor’s product recommendation to the dispenser
in presence of the patient
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If no dispenser immediately available…
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“It looks like the staff is busy assisting other patients right now.
I’ll check to see when someone will be available to you and
introduce them to you.”
Introduce the dispenser who will assist the patient
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“This is Linda Jones, the optical technician, who will assist
you in just a few moments.”
Appendix
a. Pupilometer:
“This test measures the distance between your
pupils. This is a very important measurement,
if you need to get eyeglasses.”
b. Color plates:
“This will check your color vision. We certainly
do not want you mixing up your red socks with
your green socks in the morning!”
c. Stereopsis:
“This test gives us an indication as to how good
your depth perception is — your ability to judge
how far away from you something is.”
Appendix (Cont.)
d. Auto-refractor:
“This is a computerized measurement of your eyes
that gives the doctor a rough approximation of your
prescription. It also measures the curvature of your
eyes, which is very important if you are considering
contact lenses.”
e. Non-contact tonometer (NCT):
“This is a painless way to measure your eye pressure.
Eye pressure is one indicator of glaucoma, which is
the second leading cause of blindness in our country.”
Appendix (Cont.)
f. Lensometer:
“This will measure your old prescription. When the doctor
completes the exam he can then determine how much,
if any, change there has been.”
g. Visual Fields:
“This checks your peripheral vision which is especially
important when driving.”